Consumers' Uniqueness in Home Decor: Retail Channel Choice Behaviour

摘要

This study focuses on consumer choice behaviour using home decor retail channels to explore uniqueness as a motivator of retail channel usage. Consumer's decision to shop among brick-and-mortar stores, catalogues, and e-retailers because of preference or necessity is addressed. The importance of home decor retailers becoming multi-channel operations (i.e. brick-and-mortar stores, catalogues, and websites) creates an opportunity for consumers to choose products from a variety of retailers and retail channels lessening the probability that others have the same collection. Further study suggestions, such as developing a measure for multi-channel operations rather than measuring each channel individually are provided.